Adidas had lost ground in the fitness category across MENA. The launch of the Dropset 3 was a chance to reconnect with the people actually shaping gym culture in the region.

The Dropsetters brought together a group of fitness motivators and creators, each representing a different kind of support, from pushing through a brutal session to getting past gym anxiety.

The campaign came to life through a series of social-first films built around the simple idea that training is easier when someone has your back, generating 48.9M impressions during Dubai Fitness Challenge.

You Got This.